Analisis Strategi Pembentukan Brand Image Sekutu Kopi

Negoro, Janji Al Chaedar Cahyo and , Dr. Edy Purwo Saputro. S.E., M.Si (2023) Analisis Strategi Pembentukan Brand Image Sekutu Kopi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The intense competition for coffee shops in the city of Surakarta has made marketing communication strategies in reaching consumer interest continue to produce new innovations. The marketing communication strategy through the formation of a brand image is a differentiator between the Sekutu Coffee and other competitors, this creates a distinct impression on the minds of the target audience regarding the brand image formed by the Sekutu Coffee shop. So the purpose of this research is to find out the strategy of Sekutu Coffee in forming its brand image. This study uses a qualitative descriptive approach through the presentation of the theory of brand image formation. The method used is in the form of interviews and direct observation of the object under study. The sample data obtained in this study were taken using a purposive sampling technique. The results of this research are the strategies carried out by Sekutu Coffee in forming a brand image through the use of Instagram social media as a means of promotion to increase consumer attractiveness and buying interest. The brand image formation strategy is explained in three factors, namely brand strengthness, brand favorbility, and brand uniqueness.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing Communication Strategy, Brand Image, Instagram, Sekutu Coffee
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	JANJI AL CHAEDAR CAHYO NEGORO negoro
Date Deposited:	08 May 2023 03:47
Last Modified:	10 May 2023 02:59
URI:	http://eprints.ums.ac.id/id/eprint/111557

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